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Selling Technology in Technical Advertisements: A Case Study

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Technology enjoyed such a good reputation in this country for so long that advertisers began to take it for granted that consumers would always respond positively to the words "new and improved." Yet the difficulties involved in operating the most recent generation of household appliances has produced something of a consumer backlash. Although VCR players have hogged most of the bad press, the proliferation of features, options, modes, and submenus in a huge variety of products has begun to dull the public's old enthusiasm for new things. The category of "technical products" has swollen to include more and more items, including tennis shoes and children's car seats. Now that technology has begun to seem like more of a burden than a blessing, marketing writers have had to become increasingly sensitive about just how much emphasis they should place upon technology in the advertisements.

Document Type: Miscellaneous

Publication date: May 1, 1995

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  • Technical Communication, the Society's journal, publishes articles about the practical application of technical communication theory and serves as a common arena for discussion by practitioners. Technical Communication includes both quantitative and qualitative research while showcasing the work of some of the field's most noteworthy writers. Among its most popular features are the helpful book reviews. Technical Communication is published quarterly and is free with membership.
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